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First Look at Nike x MMW Collection by Alyx's Matthew Williams

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Nov 03 2019

Entering the epoch of data-driven design


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In an age where technology is all-but ubiquitous, and our everyday interaction with it generates near-formidable banks of actionable insights, Nike has tapped Matthew M Williams to bring a human element to data-driven athletic design.

Best known as the creative director and founder of directional label Alyx, Williams has been a staple of the international art and fashion scene for more than a decade. Building a reputation based on his subversive-cum-romantic take on design, Williams has been the recipient of widespread critical acclaim and bagged a spot on the highly coveted LVMH 'Prize for Young Fashion Designers' shortlist in 2016. Moving from strength to strength, his label Alyx has seen the US-native become a frequent Nick Knight collaborator and an influential voice in the development of fashion-led tactical garb. Now, in what's fast becoming a barometer of future success for fledgeling design talent, Williams has been invited to apply his high-spec-aesthetic to an innovative capsule collection for Nike.

Building upon the base elements established in last year's Nike AAE capsule which applied computational analysis to a range of high-intensity athletic apparel, Williams' collection with Nike evolves the concept by reintroducing a human component to the process of design. Creating symbiosis between performance data and emotive design, the collection is an exploration of heat map and motion friction analysis combined with top-tier aesthetic prowess.

The Nike x MMW Capsule releases 12th July 2018 at END.


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